ITC Mangaldeep launches ‘Conversation with God’

ITC’s leading incense stick brand, Mangaldeep, launches a unique ‘slice of life’ campaign that depicts everyday conversations with God. With Bhumika Chawla as the protagonist, the brand delves into moments amidst the daily hustle and bustle of life that essentially provides an opportunity for a serene prayer and an intimate conversation with the almighty. The campaign also highlights the unique positioning of ITC’s Mangaldeep, which through its range of divinely fragranced incense sticks brings about a sense of calm and comfort when the mind is anxious.

The film opens with Bhumika Chawla amidst the daily morning rush at home, handling myriad aspects of a household and yet making time for a short but anxious prayer. The moment she lights the fragranced Mangaldeep incense sticks, a sense of calm prevails for a natural and peaceful conversation with God.

The campaign reflects the core essence of Mangaldeep - to help enable everyday prayers with its range of fragranced incense sticks (agarbatti), dhoop and Sambrani designed to calm the mind and practise devotion.

Speaking about the campaign, Mr. Ravi Rayavaram, Chief Executive, Agarbatti & Safety Matches business, ITC Limited, said “Mangaldeep’s ‘Conversation with God’ campaign reflects the spiritual core of every Indian. Devotion, prayer and invoking good for everyone, is a way of life for many.   This simple life truth promoted by Mangaldeep through its recent campaign is rooted in its core brand philosophy of enabling every individual’s pursuit of devotion. Bhumika Chawla, personifies the life of every Indian woman and the challenging morning moments in her life. She reflects the simplicity and purity of Mangaldeep.”


·         Campaign Name - Conversation with God

·         Tagline – Be one with God. With Mangaldeep’s delightful fragrances

·         Client / Brand Name – ITC Mangaldeep 

·         Creative Agency – RKSWAMY BBDO

·         Agency Head – VIVEK SHENOY

·         Date of Release – November 1 2018

·         Creative – Navneet Virk, Bala Kumar,  Deepika Ravishankar, Meenakshi

·         Client Servicing Team – Ramya Murthy

·         Client Team – Ravi Rayavaram, Aishwarya Pratap Singh, Janani Kandaswamy,Praveen Murali

·         Director – Kopal Naithani

·         Production House – Superfly Films



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